Types of content used in digital marketing

1. - Narendran TS

2.  The blog offers an easy way to present brief
chunks of frequently refreshed web content.
Backed with easy-to-use technologies for
syndication and commenting, blogs are often the
centers of social media solar systems that can
incorporate sophisticated SEO strategies and
community-building campaigns
 Key Points:
 Encourage conversations: even “bad” comments
can be an opportunity for developing good
customer relations.
 Be a good “netizen”: participate on other blogs as
well as your own.
 Loosen up: Authenticity trumps perfection when
connecting with readers.

3.  An e-newsletter is a permission-based means
of regular communication with current and
future customers, usualy distributed
monthly or weekly. Available electronically
via text-based or HTML pages, e-newsletters
can include complete articles or brief
descriptions with links or articles on your
website.
 Key Points:
 Don’t spam your e-newsletter. Get permission
and offer opt-out links at the bottom of every e-
newsletter you send out.
 It can be a good vehicle for promoting other
content: webinars, e-books, white-papers, live
events, and so on.
 Try a weekly or monthly e-newsletter review.

4.  A flexible medium, both in length and
format, the article opens opportunities for
companies to address issues, trends,
concerns, and topics of immediate
interest to their intended audiences.
 Key Points:
 Once isn’t enough; plan on a series of
articles to create impact.
 Look for opportunities to place your articles
in print media and on the web, on your
website as others in need of great content.
 Always think from the editor’s point of
view; your article must conform to the
publication’s requirements and be of
immediate interest to its readers.

5.  Generally more in length than the white
paper, which presents complex information in
a visually attractive, reader-friendly format.
The content is both informative and
entertaining; the tone, collegial; the format,
“chunky” rather than linear, to facilitate
skimming and scanning.
 Key Points:
 Develop your distribution strategy early: how
will you get your e-book into readers’ hands?
 Think visually: make liberal use of bullets,
callouts, sidebars, graphs, and so on.
 Conclude with solid call to action: like what
should readers do next?

6.  A testimonial is a quote fro customer’s
mouth. When praise comes from a
trustworthy source – a client or customer
– it acquires a credibility that helps
overcome scepticism and purchasing
hesitation.
 Key Points:
 Create a process for consistently requesting
testimonials from your customers.
 Good testimonials offer specifics: the what,
why, and how of your work with or for the
customer.
 Don’t bury testimonials on a separate
“Testimonials” web page; spread them
throughout the site.

7.  Sites such as YouTube and Vimeo have greatly
simplified a once difficult task of sharing and
uploading videos. With these tools we can
embed or link video code easily. And the video
sites provide social media options for
conversing and sharing that can help your
content go viral.
 Key Points:
 Inexpensive editing tools such as iMovie or Final
cut make it easy to assemble professional looking
video content.
 Instead of taking a one-shot approach, consider a
video series that builds interest, and an
audience, over time.
 Most important part of the video is the audio, so
more focus should be emphasized on audio
equipments.

8.  A hybrid between the traditional magazine
and sounded-up PDF, a digital magazine
offers self-contained, visually compelling
periodical content that doesn’t require
special software to open and read. Issues are
generally distributed by e-mail via brand
websites.
 Key Points:
 If you don’t like the confinement of digital
replica, consider repurposing print magazine
content on your blog.
 Digital magazines are great for integrating
print content with a web presence.
 Consider adding video and podcasts to your
magazine content.

9.  Known familiarly as a “apps”, mobile
applications come in two broad flavours: as
native apps developed for specific devices or as
web apps that can be distributed without
depending on specific marketplace.
 Key Points:
 Effective applications must have a regular reason
for use.
 They should have easy interfaces with social
networks such as Facebook or Twitter.
 A survey function needs to be included to gauge
satisfaction and collect intelligence for the nest
release.

10.  A podcast is simply an audio file you can
listen to on a computer or MP3-type
player, often distributed via RSS or
iTunes. Podcasts are generally 5-30
minutes long, but longer podcast
downloads are becoming popular.
 Key points:
 Define a podcast theme, and stick to it.
 Establish a release schedule listeners can
expect: weekly, biweekly, monthly and so on.
Be consistent.
 Integrate podcast content with your blog to
gain listener insights.

11.  An infographic represents information or data
visually, in a chart, graph, or other form of
illustration. But the power of an infographic
goes beyond its immediate visual appeal;
unlike a mere list, an infographic can expose
the relationships among desperate pieces of
information, delivering insights, and not just
raw data
 Key Points:
 Everyone’s confusion can become your
opportunity- where can you deliver value by
providing clarity?
 Think metaphorically to find a guiding image or
idea that frames your information.
 Make your resulting infographic easy to share
online for maximum reach and distribution.